A fluffy pink mascot, designed to hypnotise people into recycling their electrical goods is making a return to television screens.

Commissioned by Material Focus and designed by Truant London, this year’s iteration hit the screens on 11 March across ITV family and Sky families, supported by radio (Absolute and heart), social and on-demand TV.

The 30-second advert leverages hypnotic trance music and visuals to highlight the issue of e-waste, with the cat acting as a mascot for championing over 60 local projects rolled out across truck sides, social media platforms or local posters.

Its debut last year saw the cat back the Recycle Your Electricals campaign in achieving significant milestones towards making it easier for people to reuse and recycle their old electricals and encourage them to take action, with the catchy song garnering 1.3m views on TikTok.

UK collections and recycling of small electricals increased by 6% year on year, amounting to seven million kg more in 2023 than in 2022.

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Executive director of Material Focus Scott Butler said: “As we welcome back HypnoCat to our screens he will be reminding the nation of the simple actions that need to be taken to recycle your electricals. Whether you love him or loathe him, HypnoCat is making a difference.”

“His catchy tune stays in your head long after you’ve heard it, effectively delivering the messages we want to communicate.”

December19 managing director David Lucy added: “We’re very excited to continue working with Material Focus on our 3rd TV campaign for Recycle Your Electricals.”

“Hypnocat continues to build on past success and will be coming to our screens again this March. Since 2021 we’ve seen millions more people in the UK start recycling their electricals and we can’t wait to hypnotise more people and see that figure grow.”